Top Export Markets for Hygiene & Grooming Products

Mufaddal K.

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If you are a personal hygiene or grooming products manufacturer looking to expand internationally, identifying the right countries to target internationally can be difficult.  This article analyzes import volumes for these products for different countries between 2012 and 2016.  Based on this analysis we identify the fastest growing and largest export markets for these products to help you prioritize your international expansion strategies.


The data in this analysis is from the International Trade Centre (ITC).  It is limited to the following product categories as categorized by the ITC:

Product Group 3303 (Perfumes and toilet waters)

Product Group 3307 (Shaving preparations)

Product Group 3401 (Soap)

Product Group 8510 (Electric shavers and electric motor hair-removing appliances)

Product Group 9615 (Combs and hairpins)

Product Group 9619 (Sanitary pads, tampons and baby wipes)




Personal Hygiene & Grooming Products Imports Analysis by Region



We can see that the largest import market for these products is Europe & Central Asia (approximately US$ 28 billion in 2016).  However average annual import growth between 2012 and 2016 was actually negative in this region.  This means entering the market and gaining share would be quite difficult.  However, North America, East Asia & the Pacific and the Middle East all showed strong growth during this time period with substantial import volume.  Targeting these regions could be easier. 


Targeting countries in your own region of the world first is sometimes the easiest way to start growing intentionally.  We now focus on each one of these regions individually to understand what countries might be your best targets for international expansion.  High import volume and high year over year import growth are two metrics you want to continue focusing on when looking at countries within a specific region.




Personal Hygiene & Grooming Products Imports Analysis for East Asia & Pacific Countries



Within East Asia & Pacific, the countries with the highest volume of imports in 2016 are China, Japan, Singapore, Hong Kong, Australia, South Korea and Taiwan.  China, Singapore, South Korea and Taiwan also have strong import growth with China growing extraordinarily fast.  In addition, Malaysia, Thailand, Vietnam and Philippines have high growth in imports making them great targets for expansion.




Personal Hygiene & Grooming Products Imports Analysis for Europe & Central Asia Countries



Within Europe & East Asia, the countries with the highest volume of imports in 2016 are Germany, United Kingdom, France, Netherlands, Belgium, Spain and Russia.  The United Kingdom, Netherlands, Belgium and Spain also have strong import growth.  In addition, Poland, Czech Republic, Hungary, Romania and Turkey have high growth in imports although limited volume.




Personal Hygiene & Grooming Products Imports Analysis for Latin America & Caribbean Countries



Within Latin America & Caribbean, the countries with the highest volume of imports in 2016 are Mexico, Chile, Panama, Brazil, Peru, Guatemala and Argentina.  Import growth in Mexico and Guatemala has also been strong.  In addition, El Salvador, Costa Rica, Nicaragua and Cuba have all been posting high growth in imports as well.




Personal Hygiene & Grooming Products Imports Analysis for Middle East & North Africa Countries



Within the Middle East & North Africa, the countries with the highest volume of imports in 2016 are United Arab Emirates and Saudi Arabia.  Saudi Arabia has strong growth in imports as well.  In addition, Kuwait, Iran, Morocco, Algeria, Bahrain and Jordan have had high growth in imports although limited volume.




Personal Hygiene & Grooming Products Imports Analysis for North America Countries



Within North America, the countries with the highest volume of imports in 2016 are the United States and Canada.  The United States also has strong year over year import growth.  




Personal Hygiene & Grooming Products Imports Analysis for South Asia Countries



Within South Asia, the countries with the highest volume of imports in 2016 are India and Pakistan.  Both countries have had quite strong year over year growth in imports as well.  In addition, Nepal and Sri Lanka have had high growth in imports although limited volume.




Personal Hygiene & Grooming Products Imports Analysis for Sub-Saharan Africa Countries



Within Sub-Saharan Africa, the countries with the highest volume of imports in 2016 are South Africa, Kenya, Nigeria, Ethiopia and Angola.  Import growth in Kenya, Nigeria and Ethiopia has also been strong.  In addition, Cote d'Ivoire, Zambia, Uganda, Tanzania and Guinea have high growth in imports although limited volume.




Getting Serious About Expanding Internationally?


Analyzing data is the first step to building a strategic plan for international expansion.  Once you've identified your potential target countries for expansion, you can use our online platform to find local partners in those countries.  Learn more about our platform here and then signup to add your products, set your partnership terms and review partnership offers you'll start receiving from local partners.